Lower-Emission Commute Behavior-Change Campaign
BC Hydro – British Columbia’s leading electric utility, delivering reliable, low-carbon power while advancing sustainable energy solutions.
CHALLENGE
Mobilizing a Lower-Emission Commute
Mobilizing a Lower-Emission Commute
Employees had transit, bike lanes, and environmental goals—but they were still driving solo. Facts and guilt weren’t moving them. What works? Self-interest. Immediate, tangible benefit. Our mission: make people want to change.
ROLE
Senior Designer
I dug into what truly motivates behavior. From there, I designed a three-act campaign—Hook → Connect → Convert—guiding employees from curiosity to action without feeling “sold to.”
I transformed statistics into real-life benefits:
"$800 saved/year" → "30 extra lattes or that yoga class you’ve been eyeing"
"Calories burned biking" → more energy and well-being
I then orchestrated a phased rollout of posters, digital signage, and sharp copy, all timed to build momentum and engagement week by week.
Week 1 – Hook: Pure self-interest. Tangible numbers spark the “Wait, really?” moment.
Week 2 – Connect: Emotional payoff. Savings and time become personal gains.
Week 3 – Convert: Anchor behavior. Real testimonials show commuting smarter is an upgrade, not a sacrifice.
RESULT
Engagement: Momentum builds over three weeks; message becomes impossible to ignore.
Behavioral Change: Framing the commute as gain—not loss—drives lasting adoption.
Brand Alignment: Campaign lives within BC Hydro’s Power Smart ethos—an invitation, not a lecture.
We flipped the script: people don’t change because they should—they change because they want to. Desire drives action.